Consumer Behavior Report



Consumer Behavior Report

Problem/Opportunity and Perspective

As I am the Marketing manager for Coles, an Australian Supermarket, it is of interest that families now prefer to eat at home. Almost all families in Australia sit down together for mealtime at least during evenings. According to the reports, 90% of the families eat at home at least five times a week and were cooking themselves, a shift that would be quite beneficial to a supermarket, as the sales would go up with families purchasing groceries from there. Regardless of this 60 %, families still prefer take away. At least every two families out of five are cutting down on eating take away and cooking themselves.

As the marketer manager of Coles it is my job to convince these families on the importance of eating right and cooking themselves to ensure they were getting maximum benefits and hygiene. This would not just improve the health of Australians overall but also increase the sales of the supermarket. Government could be off assistance here with starting campaigns on obesity, importance of healthy eating and training families to budget their income.

Literature Review

There are factors that affect the sales of a supermarket and those are all dependant on the trends of a consumer such as eating more meals at home, shopping at retail outlets that have limited value items such as dollar stores, putting off buying purchases that are not crucial and stocking up on things that are essentials impact the sales. The economy has an impact on the wallets of all customers and consumers are struggling to deal with high prices and affording eating out from their budgets. The most significant characteristic marked of a shopper's behavior is, noted by the retailer's annual report being resistance prevailing to spend on impulse. The coping mechanism of consumers at times when budgets are tight and it is the peak of a recession are eating at home, trading down and eliminating purchasing of nonessentials.

To encourage consumers to come in the supermarket, Nielsen analysts have urged retail storeowners and manufacturers to plan a strategy such as the trip capture to enhance sales by converting the eating out and entertaining oneself that way by instead staying in and enjoying a home cooked meal. This should be, done through engagement of customers to think about their emotional connections and important institutions, which are family and friends and send out messages that reflect the enjoyment and fun they can have by spending time with them instead of going out (Anderson & Mossberg, 2004).

Respondents asked about the importance of strategies of marketing and merchandizing to the brand and image and were, told to identify the strategy that haves been rated the most significant to a retail store in capturing buyers. Fresh food was on top of the list being the most important when it comes to capturing customers and food shoppers as it is a known deciding factor when to comes to decide where to go shop for groceries and ...